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Fa'afefea ona Fausia se Tala Fa'atatau Fa'atau: Metotia, Mea Fa'alaina, Vave, ma Manatuga

Talu ai nei sa i ai se matou kamupani fou faʻalauiloa na talosagaina matou e tuʻuina atu se faʻamatalaga o galuega (Lulu) lea na tu'ufa'atasia le fausiaina ma le fa'atinoina o se ta'iala mo le tuputupu a'e maualuga. Sa matou faia ni au'ili'iliga i luga o la latou faiga, o latou tauvaga, ma a latou tau, ina ia mafai ai ona fa'atulaga ni fa'amoemoega mo le latou tala fa'atatau tau maketi ma lona vaevaega.

I le maeʻa ai o suʻesuʻega muamua, na matou toe faʻafoʻi atu ni atugaluga i le kamupani o le a faigata a latou tupe maua i le taʻitaʻi, pe a le mafai, e faʻaalu ai le paketi tau maketi e manaʻomia e faʻatupulaia le kamupani i se fua faʻatatau. I se isi faaupuga, e tusa lava pe i ai se fuafuaga tau maketi lelei, sa masalosalo e mafai ona latou faʻaleleia le tuputupu aʻe e aunoa ma se faʻafaigaluegaina lelei i fafo atu oa latou tupe maua.

Na talia lelei e le kamupani lea na faʻamaonia o matou atugaluga ma fai mai ua latou saunia mo le faʻafaigaluegaina pe afai e mafai ona latou ausia a latou fuainumera tuputupu aʻe. Faatasi ai ma a matou faalapotopotoga uma e lua ua faamalieina, sa matou agai i luma ma se SOW. Ana matou le faia lenei mea, matou te matua mautinoa lava o le a matou leiloa le kalani a o latou vaʻavaʻai i le faʻatupulaia o tupe faʻaalu faʻatasi ma a latou tupe maua…ROMA).

Auala mo le Atinae o se Tala o le Maketi

Kamupani e fuafua a latou tupe faʻatau maketi e ala i le iloiloina o mea eseese, e pei o latou faʻamoemoega pisinisi, tulaga tau maketi, tauvaga, tulaga faʻapisinisi, ma faʻamoemoega tuputupu aʻe. E ui e leai se tasi-tele-tutusa-uma auala, o le tele o auala masani e mafai ona fesoasoani i kamupani faʻasoa paketi tau maketi o se pasene o tupe maua:

  • Pasene o Fa'atauga: O lenei metotia e aofia ai le tuʻufaʻatasia o se pasene tumau o tupe maua o faʻatauga ua tuanaʻi poʻo le fuafuaina i le paketi tau maketi. Ole pasene e mafai ona fesuisuiai e fuafua ile alamanuia, kamupani tele, ma le tuputupu aʻe.
  • Sini ma Fa'avae Galuega: O lenei metotia e aofia ai le faʻamalamalamaina o faʻamoemoega tau maketi ma galuega e manaʻomia e ausia ai na sini. Ona fa'atatau lea e le kamupani tau e feso'ota'i ma le fa'amae'aina o galuega ta'itasi ma tu'ufa'atasia e fuafua ai le aofa'iga o le paketi tau maketi. O lenei metotia e mafai ai ona sili atu le taulaʻi, faʻamautinoa o loʻo ogatusa le paketi tau maketi ma sini faʻavae a le kamupani.
  • Faiga Fa'atauva: O lenei faiga e aofia ai le fa'atusatusaina o le paketi tau maketi ma tupe fa'aalu a tagata tauva. E su'esu'e e Kamupani tupe fa'atauga a latou tagata tauva ma fa'asoa se tala fa'atatau e fa'atumauina pe maua ai se tulaga fa'atauva. O lenei metotia e faʻapea o tagata tauva ua uma ona faʻamalieina a latou tupe faʻaalu maketi, atonu e le saʻo i taimi uma.
  • Fa'aopoopo Fa'asoa: Kamupani o loʻo faʻaogaina lenei metotia e fetuutuunai a latou paketi tau maketi e faʻatatau i tupe faʻaalu o le tausaga talu ai, ma amanaʻia mea e pei o tulaga tau maketi, faʻatinoga a le kamupani, ma faʻamoemoega tuputupu aʻe. O le tala o le tupe e mafai ona faʻaopoopo pe faʻaititia i se pasene tumau poʻo se aofaiga e faʻavae i luga o nei mea.
  • Tala fa'atatau ile Zero-Based: O lenei metotia e aofia ai le fausiaina o le tala o le maketi mai le amataga i tausaga uma, e aunoa ma le mafaufau i tala o tupe ua mavae. E iloilo e Kamupani ta'itasi fa'atauga ma tu'ufa'atasia tupe e fa'atatau i lo latou toe maua mai i tupe teufaafaigaluega (ROI). O lenei faiga e faʻamalosia ai le lelei ma faʻamautinoa o loʻo faʻamaonia gaoioiga tau maketi taʻitasi.

E ui o nei metotia e mafai ona fesoasoani i le fuafuaina o paketi tau maketi, e taua le mafaufau i tulaga tulaga ese ma sini a le kamupani. E iai nisi mea masani masani e faia e tagata maketi pe a fuafuaina a latou paketi tau maketi. E mafai ona avea tulaga fa'ale-aganu'u ma fa'amatalaga aoga, ae tatau fo'i ona amana'ia e kamupani mea taua e pei o le tulaga o le tuputupu a'e, tulaga tau maketi, ma le fa'atauvaga pe a fuafuaina a latou paketi tau maketi. O le iloiloina pea ma le fetuutuuna'i o le paketi tau maketi e fa'atatau i fa'atinoga a le kamupani ma tulaga tau maketi e taua tele ina ia mautinoa lona aoga.

E fia se Tala Fa'atatau Fa'atauga?

O su'esu'ega 'ese'ese ma lipoti na su'esu'eina fa'ataulaga tau fa'atauga mo kamupani. E ui o nei fuainumera e mafai ona fesuisuiaʻi e faʻavae i luga o mea taua e pei o alamanuia, kamupani tetele, ma le tuputupu aʻe tulaga, o nisi nei o faʻamatalaga e fesoasoani e tuʻuina atu ai se malamalamaaga lautele:

  • Gartner's CMO Spend Survey: Ole su'esu'ega fa'aletausaga a le CMO Spend a Gartner o se fa'apogai ta'uta'ua lautele mo fa'amatalaga tau tupe fa'atau. E tusa ai ma la latou suʻesuʻega 2020-2021, o paketi tau maketi na maua ai le 11% o tupe maua a le kamupani i le averesi. O lenei suʻesuʻega na aofia ai faʻamaumauga mai le 400 faʻatautaia maketi i pisinisi eseese i Amerika i Matu, Peretania, Farani, ma Siamani.
  • Su'esu'ega CMO a Deloitte: Ole suʻesuʻega a le CMO, lagolagoina e Deloitte, o se isi faʻamatalaga atoatoa o faʻamatalaga tau tupe faʻatau. I la latou suʻesuʻega ia Fepuari 2021, na latou lipotia ai o paketi tau maketi e tusa ma le 11.7% o le aofaʻi o paketi a le kamupani, faʻatasi ai ma kamupani B2C e faʻaalu se pasene maualuga atu (13.4%) nai lo kamupani B2B (10.1%).
  • Forrester Research: Forrester Research o lo'o tu'uina atu ai fa'amatalaga i paketi tau maketi i totonu o alamanuia. E tusa ai ma le latou 2019 US Marketing Budgets lipoti, o paketi tau maketi na maua ai le averesi o le 10.2% o tupe maua a le kamupani. Na latou fa'ailoa mai fo'i o kamupani fa'akomepiuta ma oloa fa'atau oloa na fa'apea e fa'asoa se pasene maualuga atu o tupe maua i le maketiina.

Mo pisinisi mautu, o se paketi tau maketi e masani lava ona va'aia i le va % 5-15 o le aofaiga atoa o tupe maua a le kamupani. Ae ui i lea, o amataga ma pisinisi i maketi faʻatauvaʻa e mafai ona tuʻuina atu se pasene maualuga atu (e oʻo atu i le 20% pe sili atu) e maua ai sea maketi ma faʻavae a latou faʻailoga. E i ai se tuusaunoaga i Kamupani e pei o se Auaunaga (SaaS) kamupani, lea e faʻaalu teisi atu i luga faʻatau ma maketiga.

E taua le manatua o fuainumera lautele nei, ma o paketi tau maketi e mafai ona matua fesuisuiaʻi e faʻatatau i mea tau tamaoaiga ma kamupani taʻitasi. O le faʻaaogaina o faʻataʻitaʻiga o alamanuia e mafai ona avea ma se amataga fesoasoani, ae e tatau foi i kamupani ona mafaufau ia latou sini patino, tulaga o maketi, ma faʻamoemoega tuputupu aʻe pe a fuafuaina a latou paketi tau maketi.

Maketi Laina Tala o Mea

O se fuafuaga tau maketi paleni e tatau ona amanaʻia sini tulaga ese a le kamupani, tagata faʻatatau, alamanuia, ma punaoa. E ui lava o mea tau maketi tau maketi o loʻo i lalo e aofia ai le tele o gaioiga tau maketi, e le manaʻomia e se kamupani ona faʻaogaina uma nei mea laina i lana fuafuaga. Nai lo lena, e tatau i pisinisi ona taulaʻi atu i gaioiga tau maketi e sili ona talafeagai ma aoga mo o latou manaʻoga faapitoa.

  1. Fa'asalalauga ma Fa'alauiloa: Fa'aaofia ai le au fa'atatau e ala i auala tau maketi totogi, fa'ateleina le va'aiga fa'ailoga ma fa'atupuina ta'ita'i.
    • Faʻasalalauga numera
    • Faʻasalalauga maketi
    • Faʻamatalaga faʻamuamua
    • Sponsorships ma faiga faapaaga
    • Fa'asalalauga masani
  2. Fa'ailoga ma Fuafuaga: Fa'atuina se fa'asinomaga va'aia fa'atasi ma iloagofie, fa'aleleia le fa'ailoaina ma le fa'amaoni.
    • Fa'ailoga ta'iala
    • Fausia o tagavai ma fa'asinomaga va'aia
    • Maketi fa'atau
    • Afifiina mamanu
    • Fuafuaga ma le atinaʻeina o le upega tafaʻilagi
  3. Fausia ma le Pulega: Atina'e ma fa'atautaia mea fa'afiafia e fa'ailoa, a'oa'o ai, ma fa'afiafia ai le au fa'atatau, fa'aleleia le fa'amaoni ma fa'atupuina ta'ita'i.
    • Blogging ma tusitusiga tusitusi
    • Copywriting ma teuteuga
    • mamanu kalafi
    • Photography
    • Podcast gaosiga
    • Fausiaina ma le fa'asa'oina o vitiō
    • Webinar gaosiga
  4. Maketiina Imeli: Tu'uina atu mea fa'apitoa ma fa'atatau i le au fai saofaga, fa'afaileleina ta'ita'i ma fa'atumauina so'otaga fa'atau.
    • Fausiaina ma le faʻatinoina o faʻasalalauga imeli
    • Fausia ma le pulega o lisi lisi imeli
    • Imeli maketi polokalame ma meafaigaluega
    • Imeli mamanu mamanu
  5. Maketi Suesuega: Tuuina atu faʻamatalaga i manaʻoga o tagata faʻatau, mea e fiafia i ai, ma aga masani, faʻamatalaga faʻamatalaga maketi ma auala.
    • Vaega taula'i ma su'esu'ega
    • Lipoti o pisinisi ma pepa papa'e
    • Suesuega i le Peraimeri
    • Mea faigaluega su'esu'e ma fa'avae
    • Su'esu'ega lona lua
  6. Fuafuaga Fa'atauga ma Fuafuaga: Faʻatonu le faʻatonuga mo taumafaiga faʻatau, faʻamautinoa le fetaui lelei ma sini pisinisi ma faʻateleina le aoga o le paketi.
    • Suʻega faʻatatau
    • Vaaiga tau maketi
    • Fa'atauga sini ma fa'amoemoega
    • Atiina o fuafuaga tau maketi
    • Fa'ailoga maketi fa'atatau
  7. MarTech Stack: Le tekonolosi ma le numera numera e faʻafaigofie ai le faʻatautaia lelei o maketi, faʻatautaia galuega, ma tuʻuina atu faʻamatalaga taua ma faʻamatalaga.
    • Auiliiliga ma lipoti meafaigaluega
    • Faiga fa'atonuga (CMS)
    • Tagata e faaaogāina sootaga sootaga (CRM) polokalame
    • Fa'amama fa'amaumauga ma tau fa'aleleia
    • Imeli polokalama maketiina
    • Meafaigaluega otometi maketi
    • Polokalama pulega pulega
    • Meafaigaluega faʻatautaia faʻasalalauga lautele
    • Su'e masini su'esu'e (Seo)
  8. Fefa'ataua'iga Fe'avea'i: Aapa atu ma fa'aaumea tagata fa'atau e ala i masini feavea'i, fa'aogaina le fa'atatau i nofoaga, polokalama feavea'i, ma SMS/MMS tauvaga.
    • Atina'e ma tausiga
    • Fa'atauga fa'atatau ile nofoaga
    • Telefoni feaveaʻi
    • Su'esu'ega feavea'i ma meafaigaluega e siaki ai
    • SMS/MMS maketiina
  9. Fealofani lautele: Fausia ma tausia se ata lelei mo le faʻailoga, faʻaleleia le faʻatuatuaina ma le faʻamaoni e ala i fesoʻotaʻiga faʻasalalau, faʻasalalauga faʻasalalau, ma mea tutupu.
    • Fuafuaga tau pulega o faalavelave
    • Fa'asalalauga fa'asalalau ma le fausiaina o mafutaga
    • Press faamalologa
    • Fa'asalalauga fa'asalalauga
    • Faʻataʻitaʻiga o le faʻatonu
  10. Faʻasalalauga Faʻasalalauga Lautele: Fausia ma fa'atumauina se fa'asalalauga i luga ole laiga, fa'aleleia le fa'auluuluga o nu'u ma fa'alauteleina le o'o atu ole fa'ailoga.
    • Pulega o nuu ma afioaga
    • Fausia ma le fa'avasegaina o mea
    • Faʻauiga faʻapaʻaga
    • Faasalalauga faʻasalalau lautele
    • Fa'aagafesootai fa'asalalauga fa'amatalaga fa'atulagaina ma le pulega
  11. Tagata faigaluega: E teu fa'afaigaluega i tomai ma tomai e mana'omia e fa'atino ai fuafuaga tau maketi ma fa'atumauina se 'au fa'atino maualuga.
    • Lafoga Faitalia
    • Tuto'atasi po'o le aufaigaluega konekarate
    • Totogi a le au maketi ma penefiti
    • Fa'afaigaluegaina ma fa'aulufaleina
    • A'oa'oga ma atina'e fa'apolofesa
  12. Tupe Totogi Eseese: E aofia ai le tele o isi tau e lagolago ai taumafaiga tau maketi, faʻataʻitaʻiina o auala fou ma auala, tausisia le tausisia, ma le faʻatalanoaina o manaʻoga faʻafuaseʻi.
    • Tupe fa'alavelave
    • Tupe fou
    • Fa'atulafonoina ma fa'atulafonoina
    • Sapalai Ofisa ma meafaigaluega
    • Tau lomitusi ma gaosiga
    • Polokalama ma tekonolosi saofaga/laisene
    • Malaga ma fale nofo mo mea tau maketi

Mea e Fa'aaafiaina Tala Fa'atau

O nisi nei o mea e tatau ona mafaufau i ai pe a filifili po o fea laina mea e aofia ai i se fuafuaga tau maketi paleni:

  • Manulauti Pisinisi: Fa'afetaui galuega tau maketi ma fa'amoemoega lautele a le kamupani, e pei o le fa'alauteleina o le fa'alauiloaina o fa'ailoga, fa'atupuina ta'ita'i, po'o le fa'amalosia o le fa'atumauina o tagata fa'atau.
  • Maualuga oloa – e lelei tele lau oloa e fa'aalu ai e au tagata fa'atau ma le aufaasālalau o latou taimi ma le malosi - e mafai ai ona e fa'aalu se tupe itiiti.
  • Sili Lagolago - nai lo le totogiina o maketi, e te tuʻuina atu faʻaitiitiga ma taui i au tagata faʻatau e faʻaalu o latou taimi ma le malosi.
  • Maualuga Tagata - tagata faigaluega i totonu o loʻo tuʻuina atu iʻuga mataʻina ma tagata faʻatau e tuʻuina atu faʻamatalaga mataʻina, iloiloga, ma fefaʻasoaaʻi faʻasalalauga lautele e faʻateleina ai le tuputupu aʻe e manaʻomia ai le faʻaititia o le paketi.
  • Faapotopotoga Taunuuga: Mafaufau i mea e fiafia i ai ma amioga a le au maimoa. Mo se faʻataʻitaʻiga, afai e sili atu le malosi o le au maimoa i luga o faʻasalalauga faʻasalalau, faʻamuamua faʻasalalauga faʻasalalauga faʻasalalauga nai lo faʻasalalauga masani.
  • Alamanuia: O nisi gaioiga tau maketi atonu e sili atu ona talafeagai pe aoga i pisinisi faʻapitoa. Mo se fa'ata'ita'iga, o fefa'ataua'iga fa'alaua'itele atonu e sili atu ona taua i vaega fa'atulafonoina, a'o fa'atauga o mataupu atonu e sili atu le aoga i alamanuia e mana'omia ai le a'oa'oina o le aofia.
  • Tala faʻatatau: Fa'asoa alagaoa e tusa ai ma tulaga tau tupe a le kamupani, fa'amautinoa o lo'o fa'atumauina le tau fa'atauva'a ma maua ai se fa'afouga lelei o tupe teufaafaigaluega (ROI).
  • Tauvaga: Iloilo fuafuaga tau maketi a tagata tauva e iloa ai avanoa, avanoa, ma vaega e mafai ai e le kamupani ona faʻavasegaina ia lava.
  • Alatele Maketi: Fa'ailoa auala fa'atauga sili ona lelei mo le o'o atu i le au fa'atatau, mafaufau i mea e pei o le ausia, tau, ma le fa'atasi.
  • Fua Faatatau o Galuega: Fa'aauau le mata'ituina ma au'ili'ili le fa'atinoga o galuega tau maketi e iloa ai mea e aoga ma mea e leai. Fetuuna'i le fuafuaga tau maketi e tusa ai ma le fa'amalieina o taunu'uga.

O se fuafuaga tau maketi paleni e tatau ona taulaʻi i gaioiga tau maketi e sili ona fetaui lelei ma sini a le kamupani, au maimoa, ma punaoa. E taua tele le toe iloilo ma fetuutuuna'i i taimi uma le fuafuaga e fa'atatau i fa'amaumauga o fa'atinoga ma suiga o tulaga tau maketi e fa'amautinoa ai le fa'aauauina o lona aoga.

O Fa'amatalaga Fa'ata'ita'i Ua Le'i A'afia Tala Fa'atauga

Atamai atamai (AI) ua leva ona i ai se aafiaga taua i le maketiina o paketi ma o le a faʻaauau pea ona faʻatulagaina le auala e faʻasoa ai e kamupani punaoa i le lumanaʻi. O nisi nei o auala e aʻafia ai e AI le faʻatauga o paketi:

  • Fa'atonuga Fa'asalalauga: AI algorithms faʻaleleia faʻasalalauga faʻasalalauga e ala i le suʻesuʻeina o faʻatinoga i le taimi moni, fetuutuunai tauofo, tuʻuina, ma le faʻamoemoe mo se toe faʻaleleia atili i tupe faʻaalu (ROAS) ma sili atu ona lelei le faʻaogaina o le paketi.
  • Chatbots ma Fesoasoani Fa'apitoa: AI-powered chatbots ma virtual assistants e otometi fegalegaleaiga a tagata faatau, faʻaleleia le poto masani o tagata faʻatau ma faʻasaʻoloto punaoa mo isi galuega tau maketi.
  • Anotusi Foafoaga: O mea faigaluega fa'ata'ita'i AI e fa'aautomatika ai le fa'atupuina o mea, e pei o kopi fa'asalalauga, fa'asalalauga fa'asalalau fa'asalalau, ma tala i luga o le blog, fa'aaogaina o le gagana fa'anatura ma masini a'oa'oga algorithms, sefe taimi ma punaoa.
  • Fa'aleleia Auiliiliga: AI-powered analytics e tuʻuina atu faʻamatalaga saʻo, taimi moni i faʻatauga faʻatau, faʻatagaina faʻamaumauga faʻatautaia ma faʻataʻitaʻiga faʻatatau o tupe mo tupe faʻaalu sili atu i luga o auala lelei ma gaioiga.
  • Fa'ateleina le Lelei: AI-powered tools and platforms otometi galuega tau maketi e pei o suʻesuʻega faʻamaumauga, fatuga o mea, ma le vaeluaga o tagata faʻatau, faʻaitiitia le taimi ma punaoa e manaʻomia mo galuega faʻataʻitaʻi ma mafai ai ona sili atu le faʻasoaina o paketi.
  • Faʻaopoopoga: AI fa'avae fa'avae e fa'aitiitia ai le mana'omia o tagata fa'apitoa tu'ufa'atasi ma atina'e e fa'amaopoopo fa'amaumauga fa'amaumauga, e a'afia ai le vaevaega o punaoa.
  • Fa'atauga Fa'atauga Fa'atautaiga: AI-faʻaleleia faʻatautaia o masini faʻatautaia faʻatautaia ma faʻatautaia galuega e pei o le faʻaleleia o le taʻitaʻia, faʻasalalauga imeli, ma pulega faʻasalalauga lautele, faʻasaoina taimi, faʻaitiitia mea sese, ma faʻaleleia le lelei.
  • Faʻapitoa: AI fa'atagaina fa'amatalaga fa'atauva'a fa'apitoa, e aofia ai fa'asalalauga imeli, fa'amatalaga o oloa, ma anotusi, e o'o atu ai i le maualuga o le fa'asoa, fa'ateleina le fa'amaoni o tagata fa'atau, ma sili atu tupe maua fa'atau.
  • Sii i Seti Tomai: A'o fa'apipi'i atili AI i galuega tau maketi, o suiga i tomai ma tomai mana'omia e ono a'afia ai le fa'asoasoaina o punaoa mo le fa'afaigaluegaina, a'oa'oga, ma le atina'eina o tomai.
  • Fa'aleleia le Tau'ina: AI suʻesuʻeina faʻamaumauga e iloa ai mamanu ma aga, fesoasoani i kamupani ia malamalama atili i amioga ma mea e fiafia i ai tagata faʻatau, faʻamalosia atili faʻatauvaʻa faʻatau, faʻaitiitia tupe faʻaalu faʻasalalauga, ma faʻaleleia le maketiina. ROI.

AI o le a faʻaauau pea ona aʻafia i paketi tau maketi e ala i le faʻateleina o le lelei, faʻaleleia le faʻatulagaina ma le faʻapitoa, faʻaleleia auʻiliʻiliga, ma le suia o seti tomai manaʻomia i totonu o au maketi. E tatau i kamupani ona mafaufau i faʻamanuiaga ma luʻitau o le tuʻufaʻatasia o AI i totonu oa latou maketi maketi ma fetuunai a latou paketi e tusa ai.

Douglas Karr

Douglas Karr o CMO o OpenINSIGHTS ma le na faavaeina le Martech Zone. Ua fesoasoani Douglas i le tele o amataga manuia o MarTech, ua fesoasoani i le filiga tatau o le sili atu i le $ 5 piliona i le mauaina o le Martech ma tupe teufaafaigaluega, ma o loʻo faʻaauau pea ona fesoasoani i kamupani i le faʻatinoina ma le otometi a latou faʻatauga ma maketi. Douglas ose suiga fa'atekinolosi fa'avaomalo fa'avaomalo ma MarTech fa'apitoa ma failauga. O Douglas foi o se tusitala lolomi o le Dummie's guide ma se tusi taʻitaʻi pisinisi.

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Martech Zone e mafai ona tu'uina atu ia te oe lenei 'anotusi e aunoa ma se tau aua matou te fa'atupeina la matou 'upega tafa'ilagi e ala i tupe maua fa'asalalauga, so'oga fa'atasi, ma lagolago. Matou te fa'afetai pe a e aveese lau fa'asalalauga fa'asalalau a'o e va'ai i la matou saite.